Winning Reputations: How to Be Your Own Spin Doctor - Softcover

Genasi, C.

Softcover

ISBN 10: 0333963652 ISBN 13: 9780333963654

Publisher: Palgrave Macmillan, 2002

Synopsis

This book provides practical advice from the Chief Executive of one of the biggest PR firms in the world on how to manage your personal PR. Explaining how to develop your career, promote your business or carry out campaigns for change he focuses upon reputation as the key to world class individuals, companies and great brands. Including many compelling examples and cases the book includes a toolkit and practical plans for doing this for yourself.

About this title

About the Author

CHRIS GENASI is Director of Strategy of Weber Shandwick International, one of the biggest PR companies in the world. He has particular expertise in Communication Strategy Development, Internal Culture Change Programmes, Issues Management, Corporate Media Relations, Opinion Former Communications and Corporate Citizenship Activity. His specialism is the management of corporate reputation and he has advised several leading multinational companies including Nestle, Lever Brothers, Toyota Motor Corporation, Castrol, BP, Allied Domecq, Courtaulds Fibres, Rolls-Royce Motor Cars and BT.

Reviews

More media outlets, instant access to information and growing consumer affluence make it crucial for companies to focus on the face they present to the public, argues Genasi, a public relations consultant at Weber Shandwick specializing in brand communication. Here, he explores the ways companies can successfully enhance their image and weather PR crises. "There is a burgeoning, insatiable, world-wide demand for organizations to behave themselves and promote their activities in a transparent, engaging way," he insists. To accomplish this, Genasi offers a variety of strategies, tutoring readers on "speaking in headlines," finding an effective PR consultant and building a user-friendly Web site. He illustrates his points with case studies of major companies. For example, when the Body Shop of Canada was launching a new product using hemp, the company had to prepare for the possibility that the government might withdraw approval of the product at the 11th hour. With the help of a media education campaign, the Body Shop turned the suspenseful uncertainty into a news story. In Kenya, Coca-Cola was trying to gain market share for Sprite; the company orchestrated "SpriteBall," a nationwide series of basketball competitions that spread word of the product. Many of Genasi's examples are, in fact, from overseas, which may limit the book's appeal in the U.S. Still, it's a good introduction for new public relations managers or entrepreneurs.

Copyright 2002 Cahners Business Information, Inc.

The author of Corporate Community Investment: How To Make Your Business Profitably Popular, Genasi presents an informative title on the importance of protecting one's reputation, whether individually or as a corporation. A leading public relations consultant for several international firms, Genasi is employed by Weber, Shandwick and works mainly in the areas of corporate and brand communications strategy as well as corporate social responsibility. Here, he states that constant efforts must be made to maintain a firm's reputation, one of the most valuable assets it has, and he provides useful models and checklists for business managers. Of the various aspects of the development and maintenance of reputation, he particularly delves into the stresses created by the quick-moving and gossipy Internet, where reputations can change in a flash. There are many case studies and illustrations of techniques of reputation management, protection, and "measurement," as well as a selected bibliography and index. This title should be considered for purchase by corporate and large public libraries. Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA
Copyright 2002 Reed Business Information, Inc.

Edition details

• Publisher: Palgrave Macmillan
• Publication date: 2002
• Language: English
• ISBN 10: 0333963652
• ISBN 13: 9780333963654
• Binding: Paperback
• Number of pages: 208